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Improving mobile engagement with a new navigation system

Challenge
As mobile traffic surged on the Lee Jeans eCommerce website post-launch, it became clear that the navigation system needed to be optimized to meet the needs of a growing mobile audience. Customers were struggling to locate key pages efficiently, affecting their overall experience and engagement. RetroFuzz set out to enhance the navigation experience, making it more intuitive and user-friendly for mobile users.

Discovery
Using Google Analytics, RetroFuzz identified the pages that mobile users visited most frequently. By analyzing these patterns, the team pinpointed the key customer journeys that required improvement. Deep scrolling behaviors on mobile devices suggested a need for a more accessible navigation solution to reduce friction in user interactions.

Approach
Navigation is a cornerstone of any website, and implementing changes required careful consideration. RetroFuzz adopted a data-driven A/B testing approach to validate hypotheses before rolling out updates site-wide. This allowed the team to measure the impact of changes while mitigating risks.

The New Solution
Recognizing the challenges posed by deep scrolling on mobile, RetroFuzz proposed introducing a sticky navigation bar—a persistent header that remained visible as users scrolled through the site. The sticky navigation aimed to:

  • Simplify access to key navigation elements.
  • Increase overall engagement with the header and navigation areas.
  • Improve visibility of important elements, such as the country selector.

Execution
The A/B test involved:

  • A control group using the existing navigation system.
  • A test group experiencing the new sticky navigation feature.
    Data from the test variant was monitored and analyzed to measure changes in user behavior, particularly interactions with the navigation menu and the country selector.

Results
The sticky navigation system delivered significant improvements in mobile engagement:

  • Higher Clicks on Navigation Items: Navigation elements in the sticky header saw increased interaction across the board, with users more frequently engaging with key links.
  • Improved Country Selector Usage: The repositioning of the country selector enhanced its visibility, leading to a notable uptick in user engagement with this feature.
  • Positive Feedback from Users: Surveys and qualitative feedback highlighted the ease of use and accessibility provided by the new navigation design.

Conclusion
The implementation of a sticky navigation system was a game-changer for Lee Jeans’ mobile site. By improving access to key pages and navigation items, RetroFuzz enhanced the overall user experience, aligning the site’s functionality with the needs of an increasingly mobile audience. This strategic, user-focused update resulted in a more seamless and satisfying shopping journey, driving greater engagement and loyalty among Lee Jeans’ customers.

This project underscores the importance of continuous improvement and data-driven decision-making in eCommerce, ensuring that digital experiences evolve alongside user expectations.